Retailer puts cash into brand which will 'remain stand alone entity' with no plans to change Elite Series/IBD network

Halfords acquires Boardman Bikes

Building on a long relationship, Halfords has acquired Boardman Bikes, what the duo call the UK’s fastest growing premium bike brand.

It has been confirmed that Boardman Bikes will remain a stand alone entity with the Boardman Performance Series continuing to be exclusively retailed at Halfords in the UK and ROI while the Boardman Elite Series is sold at selected independent retailers.

‘There are absolutely no plans to change this’ according to the joint statement.

Boardman Bikes will remain a stand alone entity. Headed by Boardman as chairman and design director and Andy Smallwood as managing director.

Halfords cash will be used to enhance Boardman Bikes R&D and future plans for growth.

Matt Davies, Halfords Chief Executive commented: “Our investment in Boardman Bikes, which have been ridden by multiple Olympic and world champions, demonstrates our growing position as a specialist cycling retailer. We have worked with Chris and his team since 2007; they have created one of the most important, fastest-growing and successful brands in UK cycling. We look forward to a continuation of the growth that both Boardman and Halfords have enjoyed with such a strong brand.”

Chris Boardman, founder and Chairman of Boardman Bikes commented: “On behalf of Boardman Bikes I am delighted by today’s news. We look forward to building on the success we have had to date with independent retailers, in international markets and with Halfords. This step will take the brand to the next level and their backing will allow us to further develop our research & development and extend our award-winning cycling ranges.”

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